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What Happened to Secret Santa After Dragons’ Den?

Secret Santa appeared on Dragons’ Den in 2012 (Series 10). The business was a potential christmas single. No deal was made — the Dragons decided not to invest. The current status of the business is not publicly known.

The Pitch

Craig Head walked into the Den in 2012 with a potential christmas single. They were asking for N/A.

Despite their best efforts, the pitch didn’t convince the Dragons to open their wallets.

The Deal

No deal was made. The Dragons weren’t persuaded to invest, and Craig Head left the Den without backing.

What Happened After the Show

Secret Santa did not survive long-term. The company has since been dissolved.

This is not an unusual outcome. The majority of businesses that appear on Dragons’ Den, deal or no deal, don’t make it in the long run. The show can provide a platform and capital, but it can’t substitute for a sustainable business model.

Is Secret Santa Still in Business?

No. Secret Santa is no longer in business. Companies House records show the company has been dissolved.

Related Companies

If you’re curious about other businesses from Series 10, you might also want to look at Weave Got Style, Skinny Dip, Shampooheads, Sweet Mandarin. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
dissolved
Company Number
10858839
Registered Name
SECRET SANTA C.I.C.
Incorporated
2017-07-10 (ceased 2025-07-08)
Company Type
private-limited-guarant-nsc
SIC Codes
88990
Registered Address
16 Higher Croft Road, Lower Darwen, Darwen, Lancashire, BB3 0QR, United Kingdom
Accounts
total-exemption-full (period ending 2023-07-31)
Officers
  • BOULDING, Karen — director
    16 Higher Croft Road, Lower Darwen, Darwen, Lancashire, BB3 0QR, United Kingdom
  • BOULDING, Phillip — director
    16 Higher Croft Road, Lower Darwen, Darwen, Lancashire, BB3 0QR, United Kingdom
  • FRODSHAM, Samantha — director
    16 Higher Croft Road, Lower Darwen, Darwen, Lancashire, BB3 0QR, United Kingdom
  • BOULDINGDEAKIN, Claire — director (resigned 2017-08-06)
    16 Higher Croft Road, Lower Darwen, Darwen, Lancashire, BB3 0QR, United Kingdom
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